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LIVE AT UBC & WESBROOK VILLAGE

Digital Marketing & Community Strategy | 2025

243K+ organic video views, 146.7% growth in impressions, and a 30% increase in foot traffic during Holiday Market events.

I transformed two connected UBC community accounts from informational channels into lifestyle-driven digital brands, using content, partnerships, and event marketing to turn awareness into real-world visits and engagement.

CONTEXT

Live at UBC and Wesbrook Village are two connected digital brands promoting life beyond the classroom at UBC Point Grey.

While Live at UBC focuses on attracting people beyond the university community and showcasing Point Grey as a destination, Wesbrook Village focuses on the neighbourhood, its residents, local businesses, and community life.

Both accounts had an opportunity to move beyond informational content and become more lifestyle-driven, engaging destinations in their own right.

MY ROLE

I led social media strategy and content production across both accounts, developing distinct content approaches while maintaining a cohesive connection between the two brands.

My work spanned content strategy, photography and video production, event promotion, website content, partnerships, influencer collaborations, and promotional creative. I managed website content across and paid social campaigns across Meta and TikTok, using performance data to amplify organic content that was already resonating and extend reach beyond our existing audience. Local business partnerships with restaurants, cultural institutions, and community brands provided additional amplification through co-created content and cross-promotion.

MAKING UBC FEEL LIKE A PLACE TO DISCOVER

For Live at UBC, I shifted the content from “here's what's happening” to “here's why you should come.”

I built stories around the things that make the area worth experiencing, food, culture, nature, local businesses, and events. Restaurants became discoveries. Events became reasons to visit. The beach became part of the lifestyle rather than simply a campus location.

I partnered with local businesses and cultural institutions, created lifestyle photography and video, and developed recurring content such as “What's Happening at UBC” to make the account useful without losing its personality.

The website became part of that ecosystem too. I managed the online events calendar and integrated event content across social and web, turning the calendar into one of the site's strongest-performing content areas.

MAKING A NEIGHBOURHOOD FEEL LIKE A COMMUNITY

Wesbrook required a different approach.

People didn't need another account telling them where the neighbourhood was or what stores existed. They needed a reason to care about the people and places that made it feel like home.

I introduced more human storytelling, including “Behind the Stores,” which gave local business owners a voice and allowed the audience to meet the people behind the neighbourhood.

Lifestyle videos, seasonal moments, markets, new openings, and community events became opportunities to show Wesbrook in motion, not as a collection of buildings and businesses, but as a place with its own personality.

That same thinking extended beyond social. I developed promotional creative for the physical neighbourhood, including retail announcements, event materials, and branded flags, creating a more consistent experience between what people saw online and what they encountered in person.

SHARED CAMPAIGN: UBC HOLIDAY MARKET

Turning an event into a destination.

Rather than simply announcing the Holiday Market, we used both channels to build anticipation and drive people to the event.

Live at UBC focused on reaching audiences beyond the immediate neighbourhood, while Wesbrook Village connected the event to local residents and businesses.

The campaign was supported through organic social content, partner amplification, event promotion, and website visibility.

The campaign contributed to an approximately 30% increase in foot traffic during Holiday Market events, while generating significant organic reach across both accounts.

RESULTS

The strategy transformed both accounts from primarily informational channels into recognizable lifestyle and community brands.

Live at UBC achieved 146.7% growth in impressions during key campaign periods, 68.8% year-over-year growth in overall video views, and individual videos reaching up to 90K organic views.

Wesbrook Village generated 243K+ organic video views and record engagement across platforms. Together, the channels helped drive an approximately 30% increase in foot traffic during Holiday Market events, supported entirely through organic social promotion.

Paid social campaigns on Meta and LinkedIn supported key campaign periods, driving targeted reach and contributing to overall impression growth across both accounts.